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How trusted voices scale B2B growth.
Spheres of Influence is the playbook for modern B2B growth, showing how to turn word of mouth, creators, communities, and customer love into your most powerful growth engine.
Marketing is changing.
Content Saturation
Blogging, lead magnets, gated content, and cold outreach have reached peak noise. These tactics no longer differentiate brands in crowded markets.
Shifting Search Dynamics
With LLMs transforming search, brand mentions and third-party validation are becoming more critical than backlinks and keyword optimization.
Trust Deficit
B2B buyers are increasingly skeptical of brand-created content, preferring authentic perspectives from trusted peers and respected voices.
"Decision-makers aren't filling in forms or responding to sales cadences. They're in Slack groups, WhatsApp chats, Reddit threads, and LinkedIn comment sections asking their peers what's working and which product to buy."
Trust-Led Growth: The Timeless Strategy
The Brand That Gets Remembered Gets Bought
While competitors chase quick wins and tactical trends, smart marketers play the longer, more defensible game: becoming the brand that comes first to mind when purchase decisions are made.
Frequency and Relevancy Drive Recall
The brands that show up consistently with relevant messaging across multiple touchpoints create the mental availability that drives buyer preference and decision-making.
Conversation Share Fuels Growth
If more people are talking about your brand than your competitors, you will grow. This word-of-mouth advantage compounds over time, creating a sustainable competitive moat.
What This Book Will Teach You
1
Predict Future Demand
Identify where new business will come from before it shows up in your analytics by mapping influence networks that drive decision-making.
2
Invest in Authentic Influence
Partner with creators who genuinely impact your ideal customers' thinking and purchase decisions.
3
Scale Trust Systematically
Turn word of mouth, communities, and customer advocacy into your most significant competitive advantage.
About the author
Andy Lambert is a B2B SaaS founder, author, and product leader on a mission to reshape how modern brands grow, by turning trusted voices into their most powerful marketing channel.
He co-founded ContentCal, a social media platform that scaled to thousands of customers in over 100 countries before being acquired by Adobe. Now at Adobe, Andy leads product management, helping millions of businesses unlock growth through creativity.
Whether through books, products, or keynotes, Andy's work is grounded in one belief: the future of B2B growth will be built on relationships, not reach.
Ready to Build Brand Momentum That Lasts?
"Today, success is about participating in the algorithm. It's about visibility across platforms, such as LinkedIn. Founders are getting more involved. CEOs are building personal brands. The TikTok-ification of content has changed expectations for how we consume, even in B2B. Trust has become the new currency. And that trust often flows not through companies, but through people."
— Oren Greenberg
Spheres of Influence is your blueprint for turning influence into your most significant competitive advantage – ensuring your brand isn't just discovered, but remembered, recommended, and rallied around.